Toyota Canada Inc. (TCI) announced a pre-emptive pricing strategy for its 2003 lineup of best-selling Camry family sedans. It's the second year in a row Toyota has taken an aggressive stance on the cost of owning a Camry -- with dramatic results. Camry sales are up by 65.7 per cent and Camry is Canada's most popular intermediate sedan.
For 2003, the volume-selling Camry LE costs no more than it did last year, with a Manufacturer's Suggested Retail List Price (MSRP) of $24,800. Camry LE with the "B" option package -- which includes an Anti-lock Braking System and Electronic Brake Force Distribution -- has been reduced by $265 to $25,295. The all-new 4-cylinder Camry SE with automatic transmission will retail for $26,000 -- just $1,200 more than the base LE although it's equipped with a host of additional features valued at $1,900. The 4-cylinder Camry SE is available with a 5-speed manual transmission for $24,955.
"Some car companies might use market leadership and high demand to justify a price increase -- but not Toyota," said Tony Wearing, Group Vice President of Vehicle Sales and Marketing at TCI. "Camry is proof positive to customers that we don't take their loyalty for granted. We're going to take every opportunity to add even more quality and value to our vehicles, and keep a very firm handle on pricing that has made Toyota the number one passenger car nameplate in Canada. It's a title that we intend to keep."
Camry is available in three trim levels, each of which can be equipped with either a 4-cylinder or 6-cylinder engine. The popular Camry LE is a well-equipped family sedan while the XLE provides an extra level of elegance and amenities. The SE adds a dash of athletic performance -- and a 4-cylinder engine for 2003. It's Toyota's response to customers who requested a car with some of the generous content of the SE V6 in a sedan with a 4-cylinder engine.